The quest for app user experience excellence just got a whole lot easier! Our latest report delves into the top 1000 apps and games in the U.S. market across the App Store and Google Play, revealing the secrets behind top-performing apps' success.

What's Inside This Report?

Get actionable insights to optimize your app store strategy and drive growth:

  • Frequency of metadata updates and localization
  • Correlation between ratings, reviews, and visibility
  • In-app events on the App Store and promotional content on Google Play
  • Custom product pages and custom store listings usage and performance benchmarks
  • AI app trends and market category shifts

Key Takeaways

Metadata changes are key to visibility in the stores: top apps updating screenshots 2–4 times per year, and top Google Play games up to 8 times rank higher.

Testing is essential to staying competitive in app store trends: 57% of games A/B test screenshots twice or more on Google Play compared to 34% of apps.

Ratings directly impact conversion rates: 90% of featured apps had a rating of 4.0 or higher, and apps that improved from 3.6 to 4.2 saw nearly 60% higher conversion rates.

Events boost engagement: Games and apps using in-app events or promotional content more than five times per year saw stronger engagement than those that didn’t.

Localization is a must-have: 75% of top apps and 96% of top games localized their metadata last year.

Custom product pages are widely underused: only 31% of apps and 26% of games used Custom Product Pages, but those that did saw up to +8.6% conversion rate lifts.

The Data Doesn't Lie

Here are some key figures from the report:

  • 49% of top apps on the App Store updated their screenshots at least twice last year
  • Most categories still average under 4 updates on the App Store, suggesting an opportunity to stand out
  • 57% of top games on Google Play A/B tested screenshots at least twice in 2024
  • 90% of featured apps had a rating of 4.0 or higher
  • On Google Play, games outpace apps in promotional content usage

Read the Full ASO Benchmarks Report

5 key takeaways for mobile marketers in 2026:

  1. Metadata drives rankings: The majority of top apps on both platforms didn’t change their icon or title, despite these having a significant impact on rankings.
  1. Testing is not optional: From icons to feature graphics, A/B testing drives better creatives, and games are leading with 57% of top games testing screenshots multiple times per year on Google Play.
  1. In-app events and CPPs are high-impact tools: Apps leveraging promotional content and custom product pages saw higher conversion rates and campaign efficiency.
  1. Ratings aren’t a vanity metric: Apps rated under 3.5 stars barely rank. 90% of featured apps had 4.0+.
  1. AI apps are reshaping category dynamics: From Productivity to Health & Fitness, AI is transforming category landscapes.

FAQ

What is mobile app benchmarking?

Mobile app benchmarking is the process of comparing your app's performance (visibility, conversion rate, ratings, etc.) against top apps in your category or market to identify optimization opportunities.

How often should I look at ASO benchmarks?

Ideally, you should look at ASO benchmarks quarterly. That lets you track shifts in user behavior and seasonal trends, plus optimize in sync with product or campaign updates.

Do app ratings impact keyword rankings?

Yes, app ratings impact keyword rankings. Apps rated under 3.5 stars have significantly reduced visibility, while ratings above 4.0 correlate with higher keyword rankings and search discoverability.